The Nike Shox Gravity For 2018 Is Officially Unveiled

Nike has officially unveiled the all-new Nike Shox Gravity which features the return of Nike’s Shox technology. That is largely thanks to Aaron Cooper, Greg Thompson and Brian Farris’ 90 collective years of experience in product design, engineering and marketing. Cooper worked, fittingly, on a Shox product (the Shox BB4) and joined Thompson and Farris (regular and trusted partners throughout his career) to realize the system’s latest iteration, the Nike Shox Gravity.

“We cannot overstate how much our experience helped speed up the process,” shares Cooper. “We were able to make educated decisions based on digital or two-dimensional information that were able to push us a lot more quickly.”

Cooper, Thompson and Farris offered an initial concept in March and hit the ground running (pun intended) on April 19. They first utilized Nike’s rapid prototyping capabilities at Nike’s world headquarters in Beaverton, Oregon, and swiftly translated their initial ideas at factory level. Consistency in process between the two locations meant, in Cooper’s words, that “we were able to put something on the table that we could see and feel and get a sense of proportion very quickly…and also produce something that we could put on our feet.”

For Cooper, the silhouette also represents achievement as the “fastest design from athlete insight to athlete feet that Nike has ever done from a blank piece of paper.”

And, not just in single form. Cooper and Farris delivered the project and Thompson helped form 25 different versions. These will kick off in early 2018 with the Shox Gravity, with additional colorways following shortly after.